How To Win Customers In An AI Search-Driven World
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
29 min
3 speakers
8 chapters
transcribed 29 days ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is AI‑driven search and why does it matter for brands today?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
AI is changing search forever. Brands must adapt quickly. Traditional SEO tactics are losing effectiveness. Visibility in AI results requires new strategies. How can businesses maintain relevance in this AI-driven landscape? According to Search Engine Land's 2023 survey, 60% of consumers are now using AI search tools for products. Product research. This highlights the urgent need for brands to optimize for AI-powered search experiences. Here's the challenge: AI search doesn't rely on traditional ranking factors. It prioritizes different content elements. Brand visibility requires new optimization approaches. How can companies ensure their appearance and AI-generated search results? This is the voice of Search Podcast.
I'm Jordan Cooney, and joining us today is Chris Andrew, co-founder and CEO at Scrunch AI, which helps businesses optimize their presence across generative AI platforms. Chris will share how to win customers in an increasingly AI search-driven world. Chris, welcome to the Voice to the Search Podcast.
Thanks for having me, Jordan. Great to be on here.
Absolutely. And I mean, no better time than now to talk about where AI is going, how discovery is changing for consumers. You know, I just want to just jump right into our first question about AI and how it's fundamentally changing the search landscape. You know, what are the what are the differences that SEO professionals need to understand between what is traditional search and what search has been for the better part of 20 years? and where AI power search experiences are going.
Yeah, great, great question. And you know, to go back to the stat you listed in that opener, 60% of consumers using AI for search in 2023, that was really before these models had web search capability. So that was consumers accepting out-of-date information, right? They were using Chat GPT to ask a question, and the model would warn them, hey, you're searching for a product, but this is six to twelve months out of Date, but still consumers preferred the experience, right? Still consumers move towards simplicity. And so when I think about what's changed, it's that I don't want 10 links from my search experience. That was just the best we could do at the time, right? I want an answer. I'm searching because I want an answer to my question.
Um so at Scrunch, there's a couple themes we talk about with our customers, which is first and foremost, consumers Move towards simplicity.
How does AI search differ from traditional SEO ranking factors?
Folks are habituating to AI search because I get an answer instead of 10 links. Now, if I'm getting an answer, that means I'm not visiting as many websites. So one of the themes we're seeing unfold in the search space is fewer people are visiting websites early in the funnel. I'm moving my research and discovery process to Chat GPT, Perplexity, Meta, Claud, even Google AI overview. Which means I get an answer to my question rather than having to go visit three or four different websites. In practice, I'm outsourcing browsing. At its simplest, I'm outsourcing browsing to an AI crawler to make sense of internet content for me to determine what I need to see to answer my question. And so I think that's the big shift that we're seeing, you know, in terms of how it's impacting search engine uh professionals.
I think sometimes these shifts get a little overblown. I think search engine optimization is still the foundation for how these models work, right? If you take the time to understand what's happening behind the scenes, is these large language models are looking at the search index.
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Chapters
8 chapters
1
What is AI‑driven search and why does it matter for brands today?
0:00–3:17
2
How does AI search differ from traditional SEO ranking factors?
3:17–7:10
3
Why are consumers shifting from multiple links to single‑answer experiences?
7:10–11:49
4
What strategies can brands use to monitor AI crawlers and citations?
11:49–16:44
5
How should companies prioritize content for the full AI‑powered customer journey?
16:44–20:51
6
Which metrics should businesses track to measure AI search performance?
20:51–24:46
7
What practical steps can SEO teams take in the next 30 days to win AI search customers?
24:46–28:40
8
How can brands ensure accurate, unbiased representation in AI‑generated answers?
28:40–29:23